ABC News’ Sydney Kump, Mandana Mofidi and Carrie Halperin report:Adrian Grenier is notoriously known for his role on the HBO series “Entourage” as a Hollywood playboy with an affinity for excess.
Off camera, he’s better known for making the green movement sexy.
His green website: SHFT.com, encourages people to make smarter environmental decisions through film, design, art, transportation and culture, and now even includes his own wine label.
Grenier developed SHFT two years ago with film producer Peter Glatzer after creating the show “ALTER ECO” for Discovery’s Planet Green.
“If you go to the website there’s many video series that we’ve created that show people how they live and how they change their lives and how they’re making a shift,” Grenier told ABC News.
Now the site has struck a new partnership with a company that doesn’t usually conjure up green thoughts, until now: Ford Motor Company.
“[Ford] is teaming up with SHFT.com to put the power in the hands of millions of Americans who are interested in being more eco-conscious and saving money,” the company said in a statement.
Grenier echoed this sentiment: “Participation is the key, because when you tune out you’re just consuming blindly and it’s not going to be fulfilling.”
At the formal announcement of the new partnership, Grenier took pictures in front of Ford’s new line of electric vehicles due out in 2012 which he says he costs only two dollars a day to drive.
“Consumers have the power, but they don’t always know they do,” Peter Glazer, co-founder of SHFT told ABC News. “I think it’s amazing to see companies like Ford and other companies providing their consumers with what they want.
The SHFT co-founders are hoping their website will help curate green culture.
“If you go to the website, there’s many video series that we’ve created that show people how they live and how they change their lives and how they’re making a shift,” Grenier said.
SHFT.com was created, “to give people a website that would give people options that would help the environment but also improve they’re quality of life and make life much more enjoyable, because your engaged and creatively excited,” Grenier told ABC News.